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Case
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Reference no. UVA-M-0503
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia); Yoshinobu Sato (University of Marketing and Distribution Sciences)
Published by: Darden Business Publishing
Originally published in: 1996
Version: Rev 04.00
Length: 14 pages
Data source: Published sources
Topics: Brand management; Entrepreneurship; Market segmentation; Marketing strategy; Product positioning; Service industries, management; Alternative business issue or setting
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Abstract

McDonald''s has recently launched the Arch Deluxe, a quarter-pound hamburger targeted at adults. Students must evaluate the product, the launch program, and the underlying marketing strategy in light of the company''s skills, resources, and brand position.
Industry:
Food, beverage
Teaching note
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Reference no. UVA-M-0503TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 1997
Length: 11 pages
Data source: Published sources
View full details

About

Abstract

McDonald''s has recently launched the Arch Deluxe, a quarter-pound hamburger targeted at adults. Students must evaluate the product, the launch program, and the underlying marketing strategy in light of the company''s skills, resources, and brand position.

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Industry:
Food, beverage

Related

Teaching note
-
Reference no. UVA-M-0503TN
Subject category: Marketing
Authors: Mark E Parry (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 1997
Length: 11 pages
Data source: Published sources
View full details